Lucy Mountain, chief “nob” and online creator, spills the beans about the wild success of her Nobs app. We discuss why Nobs feels utterly different from any fitness apps out there and why branding and aesthetic influenced that.

We touch on the tone of voice and consistency in messaging. From social media to the app itself, the language of Nobs represents Lucy as a person and the audience she wants to attract. After all, the app was custom built for the group and her community.

We explore the process that brought her to create a “tribe” feeling in the Nobs community.We also touch on the importance of company culture and struggles women face as entrepreneurs and why LMAO can still be considered professional in an email.